This video played at the Hutchinson tire booth all during Interbike. It was shot by Steve Boehmke and it just simply kicks ass! Give yourself 4:00 minutes and watch it. It's really great.
Update/ Correction; just heard from Steve Boehmke- the video is actually shot by Daniel Leeb. On top of it, the "final-final" version is eve nbetter than the version in this link... so I'll be updating it as soon as I get it. Stay tuned. (This is SO exciting!)